Driver performance KPIs
Context
SIXT is a premium car rental business founded by Martin Sixt in 1912. Based out of Munich, Germany, SIXT currently operates in 105+ countries.
Other than rental cars, SIXT also offers on-demand cab hailing services called RIDE.
SIXT RIDE was facing low ride acceptance rates from third-party drivers due to a lack of trust, unclear expectations, and no performance feedback. We embedded a gamified feedback loop into the driver app using quantifiable KPIs and engaging visual cues. This system gave drivers real-time clarity on their performance, incentivized improvement, and helped build trust in the platform. As a result, driver performance significantly improved—'Perfect Rides' increased by 2.8x, and overall ride acceptance rose 2.5x within three months—directly contributing to better business outcomes for SIXT.
Orientation - SIXT RIDE driver ecosystem
Problem space
Business acumen
For SIXT:
Drivers were employed by third-party companies, and SIXT had no control over their payouts.
There was no mechanism in place for SIXT to communicate performance expectations to drivers.
Due to lack of trust and visibility, drivers often rejected SIXT rides—leading to business losses.
For drivers:
Drivers lacked clarity on how their performance was being evaluated.
They received no timely feedback to identify issues or improve.
Penalties were applied during monthly payouts without clear explanations.
SIXT did not directly employ or pay drivers; they were managed and compensated by partner companies. However, SIXT could penalize these companies for poor driver performance based on system metrics or customer feedback—penalties that often indirectly impacted the drivers’ payroll.
Competitor analysis
Blacklane's mantra cards:
Blacklane handed out printed ’Mantra’ cards to drivers.
The ‘Mantra’ cards outlined the expected code of conduct and instructions for every stage in an active ride.
This approach may have succeeded in educating the drivers, but it did not provide any feedback about their performance.
Printed cards are easily misplaced.
A deep understanding of the problem space and a quick competitor analysis helped us narrow down the approach.
Design brief
Design an in-app feedback system to build driver trust, clarify performance expectations, and improve ride acceptance through timely, actionable insights.
Guiding principles:
🔸
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Transparency to build trust
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Option 1 - reminder cards before pickup
✅ Pros
Reminding the driver about the desirable code of conduct just before the passenger on-boarded would result in better performance.
⛔ Cons
Might distract the driver while driving.
Too much to read and memorize.
Will be redundant once the driver memorizes it.
No feedback about actual performance.
Non-quantifiable pointers.
Inspiration Angry Birds
💡 Idea
We took cues from Angry Birds to design our ‘Ride Report’ that would be shown at the end of each ride.
❓ Rationale
Sense of gratification on completing each level.
Builds up excitement.
Constructive feedback.
Motivates to do better in the next level.